マーケティング関連の洋書です。



市場における1番手、2番手の開拓者が必ずしも勝者にはなれるわけではなく、市場における創造者が勝者になる可能性が高いことを論述している書籍です。新しい内容ではありませんが具体的な企業を挙げ参考になりました。



Discover why being a "fast second" is often more financially rewarding than being at the cutting edge.

If you get there first, you'll lead the pack, right? Not necessarily! The skill-sets of most established companies, say strategy experts Constantinos Markides and Paul Geroski, are far better suited to scaling up newly created markets pioneered by others (in other words, being "fast seconds") than to creating these markets from scratch. In Fast Second, they explore the characteristics of new markets, describe the skills needed to create and compete in them, and show how these skills match up with different types of companies.